What differentiates your retail newsagency from other businesses that sell what you sell?
ASK YOURSELF: How is your card offer different from others selling cards? How is your stationery offer different from others selling stationery? How is your magazine offer different from othgers selling magazines? And so on…
No, you can’t say service is your differentiator. I won’t accept that. It’s too vague. Specifically, what is different about your business? Think about it. Take your time. It has to be something you deliberately do in and through your business to compete.
Your difference has to be noticeable, valuable and memorable.
If you get this right and offer a genuine point of difference that truly is noticeable, valuable and memorable your business will compete effectively. If you’re losing business to your competitors then your point of difference is not working.
This is my management tip today for retail newsagents and other retailers – think carefully about how you compete, assess your performance and take steps to improve if your numbers show your current approach is not working as it should.
To read more on this see my post on How to develop your own Unique Selling Proposition.
About 3 years ago I started to take a serious interest in our cards when we got done over by a merchandiser, since then I have hand picked every card in our store. We had a regular gambling customer (lotto, best bets, sportsman) who one day asked if we had cards, he needed one for his wife’s birthday, I asked what she liked if they had any special memories etc and picked the “perfect card” for her. Since then we regularly have males customers come into the store asking for help with card selections, often they say **** sent them. I hadno idea who this person was until one day I saw him on the cover of rugby league week when I was putting it on the shelf. Last week we had a current footballer stop by and ask for a collection of 40 single cards 30 with matching wrapping paper he also left a list of cards he would need for each special occasion, I just needed to send a text message when they were ready. He said the only time he doesn’t get in trouble for picking bad cards was when I picked them for him. Today on his recommendation we had a popular sydney radio personality drive 25mins to our store passing 2 shopping centres and at least 10 other newsagencies to buy $150 worth of cards. Of course we offer this service to every customer and we have a number that take up the offer. But the sense of accomplishment I felt today was great.
Well Done Jessie !
Yes, great story Jessie!
Good advice Mark. I think the days of the OLD news agency are over.